| Since the global financial crisis in 2008,traditional offset printing press manufacturing industry is facing serious survival crisis which has never encountered before.And due to the specific features of service products such as high professionality and high entry barriers,which have made service products and service revenues have become the main sources as well as growth pole of profit for the offset printing press manufacturers.Meanwhile,along with the continuous development of IT technologies and adaption of networking technologies in the printing machinery industry,especially under the development of “industrial 4.0”,press builders launched a series of comprehensive solutions with the target to build the “smart print shop”.More diversified service products emerged including product upgrade,spare and wear parts management,emergency response,remote diagnose or even performance consultant etc.Under this circumstance service marketing has been strategic focus of main press builders.Through five parts of contents,this paper analyzes environment and current status of service marketing,and propose improvement measures accordingly.Firstly,it elaborates the background and significance of the research on the marketing strategy of the printing equipment service product in the new technology environment,and carries on the related external macro development environment and the industrial environment in-depth analysis of the printing service marketing.The focus is on the analysis of enterprise service product marketing,as well as the status quo of enterprise customers and the need for interviews,and then to the printing press service products in the new technology environment from the "product","price","place",“promotion "”people” and so on.Hoping to provide practical reference and advice for printing equipment manufacturers to conduct more efficient service marketing in today's technology development and market environment. |
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